Celebrities frequently appear in US gambling ads, yet recent findings suggest their influence may not be as impactful as companies hope. According to a YouGov survey, while famous faces catch the attention of active bettors, they don’t significantly alter perceptions of gambling brands and can even lead some viewers to question the authenticity of the message.
Star Power Falls Flat as Gambling Ads Fail to Win Public Trust
Research indicates that most Americans are indifferent to celebrities in gambling ads. About 70% of adults state that celebrity endorsements do not change their opinions of a brand. Among those who bet monthly, opinions vary, with just over 40% believing celebrity involvement enhances brand perception, while others remain unmoved.
Few people react negatively; approximately 10%—both gamblers and non-gamblers—say celebrity endorsements worsen their view of a gambling brand. Thus, although big names may not enhance a brand’s reputation, they are unlikely to cause harm.
However, the research reveals a significant downside. Around half the gamblers think celebrities promoting gambling brands make them seem less genuine. This skepticism extends beyond gamblers, with the general public even more doubtful about celebrity ads. Trust is weak, with gamblers divided on celebrities making brands appear more reliable, and most non-gamblers unconvinced.
Stars Can Help Gambling Brands Stand Out, but Impact on Action Is Limited
Regarding influencing action, findings are mixed. Over 40% of gamblers say they might be more inclined to explore a gambling platform associated with a celebrity. Conversely, nearly half claim celebrity marketing wouldn’t influence their decision. For the general public, the likelihood of being swayed is even lower.
The type of celebrity matters significantly. Professional athletes and individuals with gambling expertise are seen as the most suitable representatives for gambling. Actors, musicians, and comedians receive moderate acceptance, while reality TV stars fare the worst, with many viewing them as unsuitable for promoting gambling.
These findings emerge as betting companies continue to invest heavily in celebrity-studded ads during major events like the Super Bowl. With advertising budgets in the billions, there is greater pressure on companies to ensure costly endorsements yield results.
Overall, the study indicates that partnering with celebrities can help gambling brands stand out in a crowded market, primarily among existing bettors. However, without a clear and credible connection between the celebrity and the product, star power alone is unlikely to change perceptions or attract many new customers.
- SCCG Management. The Gambling Industry’s Global Connector. Access Here.
- Source: SCCGManagement.com